Phenomenex Inc., a global leader in the research and manufacture of advanced technologies for the separation sciences, announces an entirely new "Smart Web" design, organized for the key industries the company serves. Redesigned from the ground up, the industry-specific gateways function as complete digital consultants, helping users find answers by providing customized content and newsletters along with product selection and method development tools.

Already recognized as an innovator in web design, Phenomenex has created the new industry sites to address overall user movement toward researching, purchasing and applying products completely with web tools. The digital experience is designed to anticipate customer needs and questions.

"Smart Web" industry-specific sites are now live for pharmaceutical, food and beverage, clinical research, environmental, forensic toxicology and fuels customers.

"We have customers across the globe, working at all hours, who are searching online for answers. We wanted to give them the same high level of support and service in the digital space that they have come to expect when working with us in person," explains Michael Garriques, Internet marketing manager at Phenomenex. "They want immediate information to help them quickly figure out which column is best for their application, purchase that column and then develop the most effective methods for their compounds. Our in-house web team has broken new ground and created an easy-to-use 'digital experience' designed to give customers the answers they need from anywhere at anytime."

In 2011, Phenomenex received the award for best biotechnology website in the Web Marketing Association's Web Award competition. The Phenomenex web tools are available across platforms and across languages including Chinese and Korean. The company has been regularly developing new web tools that enhance the user experience. Phenomenex's proprietary structure search capability, enhanced last year, enables researchers to find a method by simply drawing the chemical structure - something that is second nature to them. In addition to saving time, this approach is easy for researchers at all experience levels and, because chemical structures are universal throughout the world, it is equally convenient for users in all countries.